Quick commerce drove Diwali sales, boosting festive GMV to Rs 1.2 lakh crore despite a drop in traditional e-commerce.

Quick commerce platforms like Blinkit, Instamart, and Zepto fueled Diwali sales with a surge in last-minute purchases of gifts, dry fruits, and festive essentials, achieving 70% of the projected final-week GMV of Rs 22,000–25,000 crore. Brands including The Baker's Dozen and Zouk saw two to fivefold year-on-year growth, aided by zero delivery fees, festive app features, and exclusive products. Despite a 40% drop in traditional e-commerce sales during the final week—due to earlier big-ticket purchases—overall online festive GMV is on track to reach Rs 1.2 lakh crore, a 27% increase from 2024.